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Kantar: Back-to-school advertising drops 70% on national TV

August 28, 2020


The steep decline in back-to-school advertising measured by Kantar indicates how the coronavirus pandemic has continued to disrupt seasonal campaigns for marketers, even nearly five months after the health crisis ramped up in the U.S. Many advertisers withdrew from promotional activity this summer to save on media budgets, and the few remaining ones have shifted the tone of their creative to match the public mood in recognizing how personal safety is top-of-mind for consumers.

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